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Adweek – Social presence goes beyond the screen

It’s not enough for brands to run online and offline campaigns. With offline conversions and conversations playing a much larger role in marketing than one might expect, brands also need to develop integrated multi-channel campaigns that take online engagement offline and vice versa. A new e-book from Engagement Labs explores how certain brands are excelling both on and offline.

Engagement Labs examined a variety of brands across multiple industries to come up with a list of “Category Crushers,” or brands that perform well above expectations compared to the rest of the field. All rankings were generated based on Engagement Labs’ TotalSocial model, which takes into account both online and offline conversation, as well as volume, sentiment, brand sharing and influence.

One such Category Crusher is Dove, which has a highly recognizable online and offline brand presence due to its well-received, body-positive campaigns. In the facial and body care industry, the average TotalSocial score is 51, but Dove’s score is 60, putting it far ahead of the pack. Dove’s example of a unified and instantly recognizable campaign can translate offline and keep a brand top-of-mind when the time comes to make a purchase.

Want a better understanding of the online and offline conversations around your brand? Are you a journalist who wants to use real data to measure the brands you’re reporting on? Are you a company who wants to gain further insights into your brand's marketing strategies to develop effective campaigns to reach your audiences?